OXN, a streetwear company in China, recently attempted to pull a major publicity stunt involving a Western competitor in order to gain notoriety within the fashion industry. However, Chinese consumers were not fooled.
OXN set up an event in Guangzhou to announce a fake collaboration with major streetwear brand, Supreme. The company went so far as to hire an actor to play the role of Supreme’s ‘President.’ Initially, a viral video of the event was posted on social media. The caption on the post claimed that OXN was scammed by the man posing as the president. However, Chinese streetwear site Blackstar claims otherwise.
Chinese news outlets report that OXN hired a Western actor to play Supreme’s president, James Jebbia.
The difference between the actor and the actual president was easily recognizable. The actor who was hired was of African descent and James Jebbia is English, so people were quick to notice the difference.
The “rent-a-foreigner” concept showcased by OXN’s stunt is not new in China. Chinese companies often hire foreigners to act as colleagues to attract more customers. With more Chinese consumers buying higher end streetwear from Western brands such as Supreme, Off-White, and Gucci, Chinese brands like OXN need to associate themselves with these companies in order to continue to appeal to Chinese consumers.
Regardless, OXN failed to attract a larger audience. Rather, customers are offended and appalled by the phony event.
Featured Image via Wikimedia Commons